For any dealership to be successful, it has to form a connection with its community in order to create the sales that keep the doors open. A crucial first step to building meaningful relationships is learning how to connect to different types of buyers. But what do we mean by different types? Aren’t all buyers just… buyers? That’s certainly not the case. To offer more insight, Cycle Trader is breaking down key factors to consider when segmenting your audience and tips to help you tailor your marketing accordingly.
GENDER
Leveraging demographic data is one of the best ways to identify your dealership’s most frequent buyer types. Many demographics, such as the buyer’s gender, are readily apparent. While it may seem presumptive, you’re actually looking at different ways you can best reach and connect to them.
The best way to connect to your male buyers will likely be different than connecting to female buyers. Motorcycles are, of course, purchased by both male and female riders; however, women may gravitate toward bikes that are lighter or easier to handle. Knowing this data and having this awareness as a motorcycle dealer, you can think ahead and already have specific materials and sales pitches ready to go when both men and women come in.
AGE AND GENERATION
Age is also an important factor when it comes to buyer profiles, including Millennial, Gen X or Z, and Boomers. While all buyers share a common interest in riding, different generations have different values, outlooks, and resources. The pitch for a 30-year-old buyer may not work on the 70-year-old buyer.
Focusing the bulk messaging on older buyers can yield success, however, the best dealers also keep their eyes to the future. If your particular dealership has a noticeable number of young people coming in, stay aware of that and tailor outreach accordingly.
ECONOMIC GROUPS
Another important demographic factor to consider when tailoring your message to different buyers is economic status. Some motorcycle buyers may fall into middle-class standing, be first-time buyers, working professionals, or even long-time riders ready to upgrade.
This information is important as it can help your dealership when it comes to branding your motorcycles (great for commuting, weekend rides, or long-distance touring), highlighting the benefits (fuel savings, freedom, performance), and give you a baseline for pricing your units in a way that is most effective. Understanding the environment your buyers live in is very important when forming a buyer/seller relationship with them.
LIFESTYLE
Another important factor when building profiles of your buyers is considering their lifestyle. Everyone has a full, diverse life and the details of that life highly impact their purchasing decisions, including:
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New riders who may want to purchase a beginner-friendly motorcycle
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Experienced riders who are looking for long-distance travel capabilities
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Active adults who enjoy recreational rides, track days, or group touring
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Riders using motorcycles as a primary mode of commuting or transportation
Discovering your buyers’ lifestyle requires more research and more questioning from your dealership team than just looking at their demographic, but it is a great way to discover new ways to connect. For instance, a commuter may be more focused on fuel efficiency and maintenance costs. Personalizing the experience is imperative in making sure you learn the full lifestyle of your customers and know which motorcycle and features to pitch them.
HOW AUDIENCE DATA HELPS TO IDENTIFY BUYER INTENT
Once you’ve categorized your potential buyers and gotten to know which motorcycle would best suit their lifestyle, the final way to seal the deal is by learning their motivation for wanting a motorcycle in the first place. People purchase motorcycles for more than just transportation. They could have taken a car, bus, or ride-share—yet they choose to invest in the riding experience.
For example, adventure seekers may be interested in exploring trails and scenic routes. Little steps to connect with this group can go a long way in building rapport, such as offering local ride maps or featuring customer journeys on your social platforms.
The affordability of riding, the sense of freedom, improvements in safety features, and the rise in remote work and flexible schedules are all motivating factors in why people may choose to purchase a motorcycle from your dealership.
A successful strategy requires staying up to date on this information as you build and refine consumer profiles. Once you gain deeper insight into your buyers—who they are, their background, and what motivates them—you’ll have a greater opportunity to increase your reach and turn potential buyers into repeat customers. The final step is to train your sales team to recommend the most suitable models and features based on these criteria, and observe your business close more deals.
